Eden-Overview&Introduction-Onlinemarketing&Digitalstrategy

Diploma in Online Marketing, Sales & Digital Strategy Keith Feighery

Session Overview
Introductions
Course Overview
Reading Materials
Project Specification
Overview of Digital Landscape
Digital Strategy & Planning

Course Overview
6 week course
Project Assignment Based
Lectures, Hands-on group work, class presentations
Assignment due 3 weeks after final class
Class participation is key
Essential to read suggested course materials
blogs, books, reference sites, podcasts, webinars etc…

Time Table Dates Times Activity May 21 st 2011 10.00-16:00 Class May 28 th 2011 10.00-16:00 Class June 11 th 2011 10.00-16:00 Class June 18 th 2011 10.00-16:00 Class June 25 th 2011 10.00-16:00 Class July 2 nd 2011 10.00-16:00 Class

[email_address]

Course Overview
Developing and executing Digital Strategy
Digital and Online Marketing Programmes
Content Marketing Programmes
B2C and B2B Online Marketing Tactics
SEO, PPC, Email, Display, Automated Marketing Solutions, Mobile
Social Media Marketing Strategies & Tactics
Online Sales Optimisation
Digital Media Content Creation
Implementing Measurement Programmes

Reading Lists

Readings
Core Text Books
New Rules of Marketing and PR – David Meerman Scott
Now is Gone – Brian Solis
Engage – Brian Solis
Groundswell – Charlene Li and Josh Bernoff
Web analytics 2.0 - Avinash Kaushik
Advanced Google AdWords – Brad Geddes
Supplementary Reading :
Flip the Funnel – Joseph Jaffe
Web analytics : an hour a day – Avinash Kaushik
Landing Page Optimization: The Definitive Guide to Testing Time Ash
Always Be Testing: The Complete Guide to GWO – Bryan Eisenberg
Call to Action: Secret Formulas to Improve Online Result – Bryan Eisenberg

Podcasts
Podcasts
Forimmediaterelease.biz
Six Pixels of Separation – Mitch Joel - http://www.twistimage.com/podcast/ (with Joel Jaffe also)
Marketing Over Coffee
PPC Rockstars – David Szetela
Media BullsEye - http://www.mediabullseye.com/mb/category/media-bullseye-radio
Beyond Web Analytics – Adam Greco and Rudi Shumpert - http://www.beyondwebanalytics.com/
Landing Page Optimisation – Tim Ash - http://www2.webmasterradio.fm/landing-page-optimization/
On The Record - http://ontherecordpodcast.com/pr/otro/default.aspx
Marketing Experiments – Website Optimisation

Websites
Digital Marketing
http://www.marketingprofs.com
http://www.marketingsherpa.com/
http://www.twistimage.com/blog/
http://econsultancy.com/
www.adage.com
http://johnbell.typepad.com/
www.mashable.com
www.rww.com
www.emarketer.com
www.junta41.com
www.hubspot.com
http://sethgodin.typepad.com/

Social Media
Social Media
www.webstrategist.com/blog
www.brandrepublic.com/
http://www.socialmediatoday.com
www.techcrunch.com
www.mashable.com
http://blogs.forrester.com/groundswell/
http://www.casestudiesonline.com/
www.nevillehobson.com
http://www.ignitesocialmedia.com/26-social-media-marketing-examples-in-detail/
http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
http://www.interactiveinsightsgroup.com/blog1/social-media-examples-superlist-17-lists-and-tons-of-examples/

Online PR
Online PR/Communications
http://www.webinknow.com/
http://www.nevillehobson.com/
http://www.steverubel.com/
http://blog.holtz.com/
http://kdpaine.blogs.com/
http://darmano.typepad.com/logic_emotion/
http://www.shivsingh.com/goingsocial/
http://www.theharteofmarketing.com /
http://www.insidepr.ca/
http://www.acrossthesound.net/

SEO
SEO/PPC
searchengineland.com/
searchenginewatch.com/
www.mattcutts.com
www.seroundtable.com/
http://www.seomoz.org/
www.toprank.blog.com
www.searchenginejournal.com/
www.seobook.com
www.seochat.com/
www.semrush.com/
www.googlerankings.com/
www.sitepoint.com/article/ultimate-seo-checklist
www.searchengineguide.com/

B2B Sites and Products
B2B Marketing and Lead Management
blog.startwithalead.com /weblog/
marketinginteractions.typepad.com /
www.leadsloth.com
www.propellingbrands.wordpress.com
www.leaddogs.com
www.market2lead.com
www.churchofthecustomer.com
www.customerexperiencematrix.blogspot.com /
www.funnelholic.com
B2B Marketing Products
www.alterian.com
www.eloqua.com
www.marketo.com
www.reachforce.com
www.genius.com

Websites
Analytics
http://www.webmetricsguru.com/
http://www.kaushik.net/avinash/
http://lifeanalytics.blogspot.com/
http://andrewchenblog.com/list-of-essays/
http://blog.revahealth.com/
http://crazyegg.com/
http://haveamint.com/
A/B & MultiTesting
http://www.abtests.com/
https://www.google.com/analytics/siteopt/splash?hl=en
http://www.conversion-rate-experts.com/articles/101-google-website-optimizer-tips/
http://www.vertster.com/
http://www.whichmvt.com/

Google/Conversion Related
Google Related
www.google.com /support/forum/p/websiteoptimizer?hl=en
www.google.com /webmasters/
www.google.com /support/conversionuniversity/
www.google.com /adwords/webinars/agency.html
www.google.com/insights/search/#
adwords.google.com /select/AdTargetingPreviewTool
adwords.google.com /select/KeywordToolExternal
www.google.com /trends
Keywords
freekeywords.wordtracker.com /
inventory.overture.com /d/searchinventory/suggestion/
Online Conversion Related
conversionroom.blogspot.com /
www.widerfunnel.com /proof/case-studies

Digital Planning Template
http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/
http://www.smartinsights.com/blog/digital-marketing-strategy/campaign-planning-template/

Core Components of Digital Strategy

Core Components of Digital Strategy
Have clear and defined business objectives for your Digital Programmes
Increase Sales, Lead Gen, Build Awareness, Increase Customer Retention, Reduce Cost of Acquisition etc…
Know exactly who your audience is – and where they reside digitally
Behaviours, demographics, socialgraphics, vocabulary, media preferences, channel preferences
Develop a content strategy for your site and digital channels – that adds value for your customers
“ Whats in it for me” – always from the customer perspective
Use customer lexicon – not yours
Create Activation and Conversion points within your digital assets
Build relationships – not always selling
Funnel marketing, top of mind, inform, educate and entertain
Optimise and Measure performance across all digital channels

Key Online Marketing Tactics
Content & Inbound Marketing
Website, blog, social platforms, partnership sites etc…
Search Engine Marketing
PPC, Display and Affiliates
Social Media Marketing
Twitter, LinkinedIn, Facebook, YouTube, Blogs, Podcasts
Mobile Marketing
Location Based, Text, Advertising, Coupons, Offline-Activation
Search Engine Optimisation (SEO)
Structured & Planned Content, Optimismed Vocabulary, Links
Email Marketing
Email Service Providers, Acquisition and Retention, Lead Nurturing
Measurement and Analytics
Clear Objectives and Benchmarks

Iterative Approach To Creating Digital Marketing Plans and Strategies

Iterative Digital Marketing Strategies

The Changing Digital Landscape

Traditional Marketing Vs Social Engagement

Proliferation of Channels

Social Media Landscape

Digital Consumption Trends
1.85 Million people currently on Facebook in Ireland
Approx 200K on Twitter
Approx 200 Million People per month access Facebook on mobile Devices
The number of users who consume no social media has fallen from 44% in 2007 to 18% in 2010
70% of online adults, ages 55 and older, use social tools at least once a month

The Rise of Facebook

Businesses & organisations must embrace a more social engagement because it is happening with or without them

Marketers must understand that its not about the specific tools but the changing consumption and behaviour patterns of the customer

Marketers need to understand the dynamic of communities

Differentiated Digital Media Model

Digital Marketing Media Mix

Content & Inbound Marketing

Hubspot – Inbound Marketing Company view

Inbound Marketing Characteristics

Characteristics
Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives
Creates a less-frictional way of converting prospects into sales
When used in conjunction with lead management systems
Helps build long-term relationships rather than one-off sales
Creates stickiness to your owned media assets (rather than to paid ones)
Once started, provides an ongoing process and framework to control and publish valuable information

Digital Strategy & Planning

Digital Strategy & Planning Source RedAnt.co.uk

SOSTAC Framwork

Using RACE for Digital Marketing Optimisation

Planning Phase

Planning Overview
Define business objectives
Increase sales, Increase awareness, increase retention rates, create demand, educate audience, augment lead generation programme etc..
Define audience and break down into personas & needs
Personas, Influencers, Advocates,
Demographics, Psychographics, SocialGraphics etc.
Audience locations and value of each audience segment
Where do the reside digitally, what are their preferences, how do they consume media, what are their required informational needs
Aligning digital strategy with brand
What is the tone, voice, perception currently presented

Research Channels

Personas

Location Setting

Goals and Audience Location Analysis Source RedAnt.co.uk

Creation Phase

Creation
Once strategy, audience, locations are known
Start conceiving, designing and creating tactical solutions
Identify themes, channels, tone, aims for each tactical channel and initiative
PPC, Social Platforms, SEO, Display, Affiliate, Email, Lead Gen etc…
For B2B business map out buyer and sales cycles
Align marketing and sales organisations
Initiate a content marketing production programme
Map this out along with personas and buyer cycles
Define KPIs for each programme – know upfront what success will look like (by corollary failure too)

Mapping audience, solutions and projected ROI Source RedAnt.co.uk

Measurement
Key Performance Indicators
Measures that help you understand how you are doing against your objectives.
highlight success, or failures, for the objectives you have created for your organization
Business Objectives:
Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

Typical Trackable KPIs
Increase Rate & Value of Conversions
Increase Average order size (ecommerce apps)
Increase Customer Lifetime Value
Increase Average Revenue Per User
Reduce Cost per Lead & Cost Per Sale
Reduce Core Bounce rates
Increase Frequency and Return rates
Reduce Abandonment rates

Metrics
Traffic Related Statistics
# Page Views, Visits, Unique Visitors
Channel Statistics
Decomposition of Organic, Paid, Email, Direct etc..
Social Stats
# of Twitter, FB, Blog, LinkedIn followers/comments
# of 3 rd Party Links
Partners, Referrals, Promotions, Affiliates
# of Newsletter signups
# of Site Specific Downloads
Webinar Views, Articles, Whitepapers, podcasts

Simple KPI Framework

Actualisation Phase

Actualisation
Real-time implementation of each channel, campaign and platform
Engaging and interacting with your audiences
Reacting to issues and tweaking campaigns as they proceed live
Constantly compare performance with projected KPIs created during the previous phases
Create a cross functional communications feedback loop to resolve all issues and update status
Capture all lessons learnt in a repository in order to feedback into an improvement process

Evaluation Phase

KPIs & Goals set in the Creation Phases should be assessed according to actuals

Evaluation Feedback loop
Implement a continuous learning and improvement framework
All findings and experiences should feed into subsequent phases, campaigns and initiatives
Refine reporting process
Improve ROI metrics in their broadest sense
Educate management through correlation of digital and business goals
Iterate constantly

Questions & Answers

Contact Details www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery [email_address] 086 6070274

Thank You

Eden-Overview&Introduction-Onlinemarketing&Digitalstrategy

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